Television will, of course, be part of the media mix but the seamless eye-swap between big and small screens will be less remarkable.

At the time of going to press, a photo of an egg has been liked by 42 million Instagram users and the account, world_record_egg is now followed by 6 million people.

Instead of a Black Mirror plotline, this is the first big audience news story of 2019. A record-beating egg. On Instagram. It’s mindless, something of the Boaty McBoatface about the whole craze around this post – but it’s somehow meaningful to social media custodians and natives.

So in terms of predicting any forthcoming media behaviours this year, we’ll leave that to the egg-sperts, while we continue to deliver valued insights to the sports and entertainment industries so they can evolve with the complex media needs of 2019 audiences.